Sometimes a new children’s brand comes along that does something totally new and different. And these days, with all the many children’s clothing labels out there, ‘new and different’ is not easy to do. But Elfie, a London-based brand started by two fashion designer sisters, does exactly that. Take one look at their beautiful photography to get a sense of the magical fairytale element to their clothing. They have perfectly mixed traditional elegance with a bit of childish fun… creating exquisite knitted jumpers with little frogs in the pockets, cardigans with little mice on the shoulder, adorable pixie hats and bonnets, etc. I got Ivy this cardigan and it is the sweetest thing she has worn in a long time. Not to mention just how much she loves it. (I mean, there’s a mouse on the shoulder — what little kid would not LOVE that?!)

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